Is the New iPhone X Too Expensive?

Even before the September 12 announcement, bloggers and TV commentators were proclaiming a $1,000 iPhone as “too expensive.” Viewpoints were expressed, complaints were noted, and jokes were made.

But everyone complaining about the price isn’t looking at this right. If price is a major factor to you, then you should be looking at the iPhone 8, not the iPhone X. The iPhone 8 is $699 which matches Google Pixel and Samsung phones, but with better specifications.

Look at it this way, if Apple only offered the 8 and 8 Plus, and didn’t have the X, then no one could reasonably complain about the price. So don’t fault them for offering a high-end model for those that want it.

Think of it this way: you could easily order a $7,000 highest-end version of the Mac Pro. I’m sure someone is, today. Do you need a $7,000 Mac Pro? No? Is a $1,200 MacBook what you are looking for? Then great, you don’t need to order the $7,000 Mac Pro. The existence of the Mac Pro doesn’t make your new MacBook any less useful or valuable. The existence of an iPhone X doesn’t make the iPhone 8 any less useful or valuable.

Also, consider: they will sell every iPhone X they make. And the people that buy them will probably love them. So why shouldn’t Apple, as a business, be selling $999 iPhone Xs? Just because you don’t want one doesn’t mean that Apple shouldn’t make it.

Most of all, stop saying that the new iPhone is $1,000. It isn’t. The new iPhone 8 starts at $699. There are versions at $799, $849 and $949. And yes, the iPhone X is $999 and $1,149. Apple will probably sell more $699 iPhone 8s than any other model. And that one is pretty much the same price as the 2016 iPhone 7.

Comments: 6 Responses to “Is the New iPhone X Too Expensive?”

    2 years ago

    From a marketer’s viewpoint, this is a brilliant move. By offering a high-priced model that many people won’t want to spring for, Apple has made the “standard” models more attractive to anyone who really wants an iPhone. This is a standard ploy in, let’s say, selling art or bread-makers. Studies show that if you offer something for $100 beside a “deluxe” version for $180, the $100 model’s sales increase. I recall reading about exactly this when Williams-Sonoma was trying to boost sales.

    2 years ago

    It seems to me that Apple are doing what they always do with all their products, squeeze the market until the pips squeak (to use a UK expression), is it right from a marketing/shareholding standpoint, probably yes, does it treat their loyal customer base with distain, I think it does.

    2 years ago

    I don’t think it is out of line for Apple to offer a high en model of the iPhone. Many users will buy that model. It gives the customer an opportunity to compare and choose the phone that fits their need. Some want to have the top of the line model just to say they have the X. No difference than buying the top of the line auto rather than the auto that does not have all the bells and whistles. I think it is great marketing!

    2 years ago

    I agree with Geoff. Apple hikes their prices up to get “Apple”, which drives the rest of the phone prices. There isn’t really a reasonably priced “smart” phone on the market, unless you want old technology. I’ve been loyal to Apple since about 1988 or so. I think it’s time I got off the bandwagon. I will stick with my 3 year old iPhone 6, thank you.

    2 years ago

    I would have bought the X price didn’t matter I did not want that device to have to be turned on by my face Didn’t trust that So I am waiting for my iPhone 8 plus to be shipped

    Ulrich Maasmeier
    2 years ago

    As phones last longer now (e. g. my 6s Plus), I’m happy to wait until the notch will disappear by the possibility to hide it in the surrounding black frame. That will be sth. I’d want to pay money for.

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